NEWS: Coca-Cola reveals fan-based strategy for sports campaign

Coca-Cola this week unveiled a new slogan, ‘for the fans’, and a series of campaigns to tie in with its sponsorship of the Euro ’96 football championships and the 1996 Olympic Games.

Coca-Cola this week unveiled a new slogan, ‘for the fans’, and a series

of campaigns to tie in with its sponsorship of the Euro ’96 football

championships and the 1996 Olympic Games.



A series of ads featuring actual photos of fans drinking Coca-Cola at

Olympic Games from Amsterdam in 1928 onwards breaks later this month and

will kick off a three-pronged campaign themed around the Atlanta games.

The work moves away from Coca-Cola’s previous sports sponsorship

strategy, which relied on celebrities.



The new campaign, devised by Wieden and Kennedy’s Portland, Oregon,

office, will be followed by a series of ads highlighting real-life

stories about how Coca-Cola sponsorship has helped make a difference to

aspirant athletes.



The final strand in the campaign is a series of films, posters and print

work asking whether the enthusiasm of fans makes a real difference to

the outcome of sporting events. One ad features the crowd urging a pole

vaulter to clear the bar as the narrator says: ‘Some athletes are born

great...and some athletes are forced into greatness...By 50,000

screaming maniacs who are not going to take ‘no’ for an answer.’



Sergio Zyman, senior vice-president and chief marketing officer for

Coca-Cola, said that the series will represent around a quarter of Coca-

Cola’s annual dollars 3.8 billion global marketing budget.



‘Rather than featuring typical, sports-related advertising - athletes

endorsing products - we are viewing the world’s most important athletic

events through the eyes of fans,’ he added.



Work for the Euro ’96 football championships, devised by Wieden and

Kennedy in Amsterdam, continues the Olympic theme. Television

commercials will be ready for launch next month and will back up a

heavyweight press and poster campaign which launches later this month

featuring the tagline, ‘Eat football. Sleep football. Drink Coca-Cola.’



Coca-Cola is the sole soft-drinks sponsor for the Olympic Games and Euro

’96.



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